In an effort to provide the television advertising industry “Internet-level measurement and accountability,” DVR pioneer TiVo has agreed to purchase TRA for about $20 million.
TRA tracks what TV viewers watch and buy by matching “TV exposures from 1.5 million TV homes with specific purchase transactions,” according to The Hollywood Reporter. TiVo was already an investor in the company.
“The acquisition is expected to create a powerful combination of insights that will offer the TV advertising industry Internet-level measurement and accountability accelerating TiVo’s position in the billion dollar television analytics business,” said TiVo in a statement on Tuesday.
“TV has long been the best medium for advertisers to influence what consumers buy,” notes TiVo CEO Tom Rogers. “TRA has proven its platform can determine the effectiveness of TV advertising by connecting the exposure of ads to actual purchases, helping advertisers identify the right audience and get the most out of their ad dollars.”
TRA’s current TV clients include CBS, A&E and ION Media. The deal is expected to close this month.
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